Canada

Ice Hockey

Clutch, the Canadian online used car buying platform, has entered the sports sponsorship space for the first time by securing a multi-year Canadian partnership with the National Hockey League
Baseball

Major League Baseball has agreed a new multi-year sponsorship deal with Mexican beer brand Corona
Ice Hockey

Canadian ice hockey equipment manufacturer CCM Hockey and American life insurance company MassMutual have decided to halt marketing initiatives featuring National Hockey League superstar Alex Ovechkin…
Ice Hockey
Beer

In June 2021, as the playoffs entered their second round, the official NHL beer in Canada activated with limited edition batch of beer that had been poured through the Stanley Cup itself.
Mixed Martial Arts

Mixed martial arts organisation UFC has signed ‘connected fitness technology’ brand Clmbr to its sponsorship roster in a deal covering the US and Canada.
Curling

Indian off-road tyre brand BKT Tires and Canadian tyre retailer OK Tire have been named as the joint title sponsors for the 2022 World Women’s Curling Championship, hosted in Prince George, Canada.
Basketball

Pair of US-based gaming companies takes on additional status, elevated designations with the league
Ice Hockey

The National Hockey League's Toronto Maple Leafs have secured a one-year partnership with social media platform TikTok, which will become the team's helmet sponsor for the 2021-22 season
Ice Hockey

Canadian food delivery service SkipTheDishes has announced extended multiyear partnerships with six National Hockey League teams in the company's home country
Ice Hockey

The New York Rangers, Carolina Hurricanes and Montreal Canadiens have become the latest National Hockey League teams to announce helmet partners for the 2021-22 season
Olympic Games

Lululemon, the Canadian multinational athletic apparel brand, has been named as the new ‘Official Outfitter’ of the Canadian Olympic and Paralympic teams in a deal running from 2022 to 2028.
Ice Hockey
Automobile Manufacturing

In 2020, Hyundai Canada introduced a fresh strand in its ongoing ‘Made for Those Who Drive Hockey’ platform when it teamed up with special needs ice hockey club Ottawa Bandits to connect with Canadian families on a more emotional level.
Ice Hockey

The National Hockey League will allow teams to sell advertising space on both their helmets and jerseys to sports betting companies from the 2022-23 season, it has emerged.
Ice Hockey

The National Hockey League will add jersey sponsorship patches from the 2022-23 season following a vote to approve the initiative by the league's board of governors, according to multiple reports
Multi-sport
Department Stores

When the Tokyo Olympics were postponed in March 2020, COC retail and apparel partner Hudson’s Bay Company pivoted its 2020 Olympic Collection activation into an integrated ‘Canada Day Games’ campaign.
Multiple Sports

The British Columbia Lottery Corporation (BCLC) has secured a multiyear partnership with data and technology company Genius Sports to support its sportsbook operations as Canada legalizes single-event…
Ice Hockey
Banking

In May 2020, Canadian broadcasters Sportsnet and TVA Sports aired ‘Hockey 24’, a branded documentary by Canadian bank and ice hockey sponsor Scotiabank that continued the trend toward brand-funded features.
Olympic Games

AFA Sports has been named as the official apparel provider for the Nigerian team at the upcoming Olympics in Tokyo, becoming the first indigenous African apparel brand to feature at the Games